Amazon and Roku have teamed up to deliver 50 free streaming channels to Fire TV, marking a rare collaboration between two rivals in the streaming space.
Fire TV users will soon see The Roku Channel integrated into Amazon’s free channel guide, adding around 50 new options without extra cost.
This move follows Amazon’s biggest Fire TV interface overhaul in five years, revealed at CES 2026, alongside the launch of the Ember Artline lifestyle TVs and expanded gaming support via Nvidia’s GeForce Now.
The Roku Channel is known for its mix of live news, entertainment, and lifestyle programming. By bringing it to Fire TV, Amazon strengthens its free ad‑supported streaming (FAST) offering, which already competes with Pluto TV and Tubi.
Streaming platforms have fought hard to lock users into their ecosystems. Seeing Amazon and Roku collaborate signals a shift towards convenience and content abundance. For viewers, the logical win is clear: more choice, less hassle. We no longer need to juggle multiple apps to find free shows or live channels.
This partnership also highlights the growing importance of FAST services. With subscription fatigue setting in, free channels supported by ads are becoming a lifeline for households that want entertainment without another monthly bill. Roku’s arrival on Fire TV makes Amazon’s platform more competitive, while Roku gains exposure to millions of Fire TV users.
We can expect smoother browsing with Fire TV’s updated interface and a richer free channel line‑up. Whether you want live news, family entertainment, or lifestyle content, the integration of The Roku Channel means Fire TV now feels more like a one‑stop shop.
Fire TV currently reaches more than 200 million users worldwide, according to Amazon’s latest figures, making it one of the largest streaming platforms globally. The addition of The Roku Channel’s 50 free channels expands Amazon’s FAST catalogue, which already includes over 400 live channels and thousands of on‑demand titles.
